Wednesday, April 25, 2007

Digital Campaigns, Part 4 - Interactivity

In this day and age who wants a passive media experience? Push buttons, turn knobs, pause, play, fast forward, video games, less text more motion - it all contributes.

When creating an online experience (and that is what it should be - an EXPERIENCE) what sticks with your audience more? Sitting back and watching something or an actual opportunity to play?

The latter. Without boring you with stats - study after study shows that even simple levels of interactivity create a more lasting impression, longer exposure and more positive results than passive content. So, if you are still reading this passive content rest assured you will see better results if you can build in relevant interactivity.

How can you do this?A few possibilities:1. Let the audience play with your product - I have seen things as mundane as interactive 3D models of asthma inhalers get 4+ minute average usage times online - how does that compare to a 30 second passive TV spot when considering basis metrics like brand recall and impression?

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About Short Attention Span Theatre

Jacob Leffler possesses 16 years as a media/communications professional. Most of that time has been spent as a business owner in the digital media industry. This blog covers many angles in digital advertising, marketing, social media and general business. A personal note or two gets thrown in from time to time.